Investigating the role of Brand Equity in influencing the buying patterns of Titan Watches customers in Dhanbad

Abstract The primary aim of this research is to investigate how brand equity influences consumer purchasing decisions regarding Titan watches in Dhanbad through to observe the impact of brand equity on consumers’ purchase decisions and to analyse the relationship between key dimensions of brand equity such as brand loyalty, Brand Differentiation, Brand Knowledge, Brand Image, and Brand Sustainability and consumers’ Propensity to Purchases. Titan currently holds a leading position in India’s watch industry, widely recognized as a dominant and trusted brand. This study explores the dimensions of Titan’s brand equity, based on the premise that its brand strength significantly affects customer behavior in the region. To conduct this analysis, a questionnaire-based survey was employed using a non-probability convenience sampling technique. A total of 200 questionnaires were distributed, out of which 180 valid responses were collected for evaluation. The data were analysed using multiple correlation and regression techniques to assess the relationship between five key components of brand equity such as Brand Loyalty, Brand Knowledge, Brand Differentiation, Brand Image, and Brand Sustainability and consumers’ Propensity to Purchases. All proposed hypotheses related to Titan’s brand equity and its influence on purchase decisions were statistically affirmed. The findings of this study indicate that Titan’s brand equity has a significant impact on the buying behavior of consumers in Dhanbad. The study also highlights Titan’s favourable standing in terms of Brand Sustainability, suggesting a competitive advantage over rival brands in the region